Vita Coco, the coconut water brand, has a campaign out claiming its new product is “Impossible to Hate.” In response, someone tweeted at Vita Coco, “I would rather drink your social media persons piss than coconut water.”
Ad Age’s E.J. Schultz writes that the “brand, amazingly, took the bait.” Vita Coco sent the hater a photo of a woman holding a Vita Coco bottle filled with what looks like urine. To sum things up—Vita Coco seems to be trying to get the internet’s attention by putting pee (or something that looks like it) into a Vita Coco bottle.
The brand says the exchange wasn’t planned and that the hater wasn’t paid. Someone created an official Twitter fan page “for the Vita Coco employee who peed in a jar and blew up on twitter. #BossBitch.” So is this brilliant or beyond gross?
Peace: A court ruled that that Dentsu Aegis Group, the former financier for Woodstock 50, didn’t have the right to cancel the festival. And so the show might happen after all. Maybe? Read more by Ad Age’s Lindsay Rittenhouse.
‘Neverland’: Jon Forsyth, the former Adam&Eve/DDB founding partner, founded a new agency called “Neverland.” As Ad Age’s Alexandra Jardine writes, the name was inspired by the magical land in “Peter Pan,” though Forsyth says the new Michael Jackson documentary, ‘Finding Neverland,’ has been an issue. ‘We thought of the name well before, and when the Jackson documentary came out, it was annoying,’ he says.
Sold: Condé Nast magazine Brides “has been purchased by Dotdash, a digital media company that operates as a subsidiary of IAC,” WWD reports. The magazine will go digital-only in the fall.
Brand idea of the day: In Brazil, Coca-Cola got creative with its cans to promote “Avengers: Endgame.” It turned the tabs into collectible pins of the movie’s characters, so people can wear them on their clothes or backpack. The campaign is from WMcCann. Read more by Ad Age’s Ann-Christine Diaz, and check it out here.
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